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Stuttgart Services – A New Approach to Support Multimodal Mobility Management

Stuttgart Services – A New Approach to Support Multimodal Mobility Management . Thomas Keltsch, MRK GmbH Florence, 8th May 2014. Overview. E-Mobility in Germany and Baden-Wuerttemberg „Stuttgart Services“ – Project Background Preliminary Results User Requirements Use Cases

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Stuttgart Services – A New Approach to Support Multimodal Mobility Management

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  1. Stuttgart Services –A New Approach to Support Multimodal Mobility Management • Thomas Keltsch, MRK GmbH • Florence, 8th May 2014

  2. Overview • E-Mobility in Germany andBaden-Wuerttemberg • „Stuttgart Services“ – Project Background • PreliminaryResults • User Requirements • Use Cases • Business Model • Contributionto Multimodal Mobility Management

  3. National Electric Mobility Platform: 2nd Report • Vision ofthe National Electric Mobility Platform (NPE): • Germany issupposedtoevolveintotheleadmanufacturerandserviceproviderandleadmarketfor E-mobilityby 2020. • ‘‘E-mobilitymade in Germany“ standsforsystemicsolutions, whichcombine climateandresourceprotectionwith a technologicalleadershipand a newaddedvalue. • Howcanthisgoalbeachieved? • Market preparationuntil 2014: researchanddevelopement, showcaseprojects • Market development 2017: pilotmarketsforelectricvehiclesandinfrastructure • Market roll out 2020: startingpointofthemassmarket, stablebusinessmodels 2020 2014 2017 marketpreparation marketdevelopment market roll out

  4. Living Lab BWemobil – Baden-Wuerttemberg’s showcase project In April 2012, four German regions have been selected as national showcases for electric mobility: • Baden-Wuerttemberg • Bavaria and Saxony • Berlin and Brandenburg • Lower Saxony Their projects are funded by four federal ministries... • Federal Ministry for Economic Affairs and Energy (9.5 Mio € Funding) • Federal Ministry of Transport and Digital Infrastructure • Federal Ministry of Education and Research • Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety ...as well as the individual states and regions

  5. LivingLabBWemobil – Overview • Facts & Figures: • More than 100 partners in 40 projects with a total volume of more than € 110 million • 2015: more than 2,000 electric vehicles and 1,000 charging points in the region of Stuttgart and the city of Karlsruhe • Development of sustainable mobility systems and viable business models • Electric mobility can be experienced: e-bikes, e-cars & plug-in hybrid busses on the road • 4 main themes characterize the LivingLabBWemobil: • Intermodality • Internationalism • Close to citizens • Close to relevant manufactures

  6. LivingLabBWemobil – Key Topics • The LivingLabBWemobil projectsreflectthecomplexsystemof e-mobilityandaddressninekeytopics: Intermodality Fleets & Commercial Transport Energy, Infrastructure, ICT Living & Electric Mobility Urban & Traffic PlanningVehicleTechnology Training & Qualification Communication & Participation Interdisciplinary Research

  7. Smart Cities: Drivers and Trends Smart Cities = Mobility Marketsofthe Future Rising environmental Awareness Share Economy Urbanization Electric Mobility Drivers • Multimodal Providers of Mobility and Services • Cross-indusrty, integratedproductconcepts Trends The Challenge isto link all stakeholdersusing ICT on thebasisofsustainablebusinessmodels

  8. 14 Project Partners and 9 Associated Partners takepart in theProject Stuttgart Services * Goals ofthe Partners • Access to a large numberof potential customers • Inclusionofownproducts in comparativetripplanningprocess • Additional saleschannelandleadcreationformarketing • Augment utilizationofownproductsbygainingnewcustomersandactivatingexistingcustomers • Participation in highlyvisible innovative projectleadstoimprovedimage • Gainknow-howandexperienceaswellas a baseforfurtherprojectsandbusinessdevelopment initiatives • Open systemusingstandardizedinterfacesandintegrationlogicleadstolowandpredictableimplementationeffort Public Transport Science / Consulting * Municipal Services Software * * * * Mobility Industry * * * Car rental, Taxi, Parking, Ridesharing Open for additional Partners • Extendingthenumberof (mobility) servicesprovided, esp. in theareasparkingand „last mile“ • Integratingof additional (public) servicestocreate a „citizencard“ * Assoc. Partners

  9. Stuttgart Services supportsthe Regional Transport Policy Political Ends (Excerpt)* Action plan (Excerpt)* • Reductionof individual motorcartraffic in Stuttgart byupto 20% to lowerCO2-emissions, particulatedustandnoiseaswellasavoidtrafficjams • Change the Modal Split tostrengthenthesustainablemodesoftraffic(Public transport, e-mobility, car/bike Sharing, bicyclesandbyfoot) • Project Stuttgart Services • Parkingmanagement • Innovative modesofdriving • Speed limits • Redesigntrafficinfrastructure in thedirectionof „Shared Spaces“ * Stuttgarter Zeitung vom 23.07.2013: Kuhn fordert neue Mobilität für bessere Luft (http://www.stuttgarter-zeitung.de/inhalt.mobilitaetskonzept-kuhn-fordert-neue-mobilitaet-fuer-bessere-luft.8c3b17f9-a1e8-4926-a74f-9689c419efa7.html) andGeneralverkehrsplan Baden-Württemberg 2010: Nachhaltige Verkehrsentwicklung – Mobilität sichern

  10. Stuttgart Services – Main Vision VISION Stuttgart Services – intelligently integrated, sustainable and simple mobility supplemented by urban services for the Stuttgart region citizens.

  11. Stuttgart Service Card givesitsOwner Access to a Varietyof e-mobile andUrban Services The requiredbusinesslogicisprovidedbythe Stuttgart Services IT-infrastructure Usetheelectricpowered publictransport Useelectricpowered Car- andBikesharing Parking(PBW / Airport Stuttgart) Collect Bonus Points forpurchases Borrow mediafrom publiclibraries Usepublicservices, e.g. publicbaths SSC IT-landscape (functionalview) Charge electricvehicles atEnBWchargepoints

  12. Focus groupsusedtogaindeepunderstandingof User Requirements – Results (excerpt) General Requirementsvoicedby potential customers (excerpt): • Single registrationforseveralservices • Simple registrationprocess • Should not be limited toownersof a PC or Smartphone • Availabiltyofbothautomatedprocesses (Internet) and Customer Service Points (e.g. partners‘ existingservicecenters) • Single pointoftruthfor all topics (avoid „diffusion“ ofresponsibilityvis-a-viscustomers/complaints/…) • Multilingual offer • „Ratherexcellentservicethandiscounts.“

  13. Over 70 specificUse Cases identified - Excerpt • Registration usingoneofseveralsaleschannels(Web Service, Customer Service Centers…) • User profile (perferredmodesoftransport…) Activate/ Deactivate Services Register as SSC User • Activation/ (Temporary) Deactivationof Services, e.g. Carsharing via Web-Service, Public Transport Customer Service Center… Get information / routing Use Service based on SSC Media Customer Use Cases • Journey plannerforpedestrian& bicycleroutingand Park & Ride • Journey plannerfor Car- andBikesharing • (real time)journeyplannerforpublictransportandmotorizedindividual transport) • Comparativeand intermodal tripinformationandrouting • Partner anduserinformation (personal data, bonuspoints…) • Receiveinformationaboutservices, promotionaloffers, etc. • interactivestreetmap • Charge e-vehicle @ EnBW-chargingpoint • Usepublictransport • Use Car- andBikesharing • Park (PBW) and Stuttgart airport • Borrow mediafrompubliclibraries • Pay entrancefeeatpublicbaths • CollectBonus Points forpurchases Reserve/ Book Service • Purchase e-Ticket for Public Transport • Reservation/Booking for Car- and Bikesharing • Reserve Tickets for event at the Public Library • Manage account (cancel Carsharing-reservation…)

  14. CombinedUse Cases: Intermodal Mobility and Urban Services – Example: Shopping downtown Exit Ticket inspection • Book/makereservationforMobility andactivity Validate/Check in Log out & Lock car Enter Route Park Public Transport Athome(B2C Portal) City eCarsharing(car) R PG D P J T C Information onMobility andActivity Check-in/Open Authenticate Plug in Purchase e-ticket (put on whitelist) Drive Charge Legend J = Journey planning T = Ticket R = Ride (bus/metro) PG= Purchasegoods D = Drive (vehicle) P = Park C = Charge Can bedoneusing Service Card Receive/spendbonuspoints Information Services Product

  15. Business Model • Goal: one operatorforthe Stuttgart Service Card • Challenge: fusion of public and private interests in one business model • Possible organization models, e.g. • Contractual-based network • Subsidiary company • Joint venture (!) • Main tasks for a Stuttgart Service Card operator • Organize partners and partner products • Main contact in charge of costumer management • Marketing and public relations • Etc.

  16. Contributionto Multimodal Mobility Management • Expectedchange in travelerbehaviorthroughconvenientaccessto a setoftransportmodes • Different distributionchannelsaddressvarious(non-public transport) users • Stuttgart Services fosters the creation of new value-added products/services which combine mobility and activities by bringing together stakeholders from the transport and non-transport sector • As part of the planned B2C-web-portal, travelers receive pre-trip inter- and multimodal information and have the opportunity to book their mode of transport and activity bundled

  17. Contact Details Thomas Keltsch MRK Management Consultants GmbH Maximilianstraße 25D-80539 München Mail: Thomas.Keltsch@mrk.de Phone: + 49 - (0) 711 – 215 73 89 - 83 Thankyouforyourattention!

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